Post-pandemic, New York City-based creative studio Cause + Effect realized it was no longer the same studio that it had been when everything shut down in March 2020. 

In 2022, Cause + Effect Senior Editor Hernan Bornas began work on what seemed like a simple brand film for the studio, selecting and editing video and setting it to the Kinks' “This Strange Effect.” During that process, Cause + Effect Design Director Lise Dupuis began looking internally and considering the relationship between action and reaction. Completing the brand anthem took a year in between working on client projects, but it also caused the team to realize that “almost everything about who we were as a company had changed since Q1 of 2020,” said Jason Zemlicka, Cause + Effect managing director and executive producer in an email. “It took some heavy lifting and deep soul searching  to define it all.” 

Zemlicka, Dupuis and Chief Creative Officer Jamie Hubbard worked together to devise new brand positioning and look for the studio, which they then incorporated into the above brand film. 

“There are new faces, new methods and new technology that enable a razor-sharp focus on visceral storytelling that wasn't possible before,” the studio wrote, introducing its new look. “We had shed our old identity and are an entirely new organization.”

Besides the brand film and the studio's look, Cause + Effect also redesigned its website, giving it a simple, clean look paired with an easily accessible interface.